The Case Study On Publications' Propaganda And Popularity Of Beijing Publishing House (Group)

The entry of the WTO had accelerated the market-oriented process of the Chinese publishing business, with the constant aggravation of the competition of international book industry, more and more publishers are realizing that they should manage publishing houses according to the market's rules. Considered as an important means by which the publishing houses participate in the market competition, marketing and propaganda of publication are at extensive concern and discussion. With a method of combining theories with cases, this paper analysis the current situation of our country's publication marketing and propaganda, the key elements of publication's marketing and their combination, and marketing of the brand, etc. It also probe the marketing law of the book industry, I hope it can offer the theoretical direction for marketing management of the publishing house.From macroscopic perspective to microcosmic perspective, marketing and propaganda is system engineering in which each department ring is all linked with and close to one another. As far as a individual publication is concerned, how to make up and unify the content, design and bind, media propaganda, price, and distribution channel then fulfill the maximization of marketing and propaganda benefit will be the question that the publishing house must be considered. As to the entire development strategy of the publishing house, the most important thing is that how to establish brand image and determine the key facet of marketing. All these need scientific marketing theories to be guided.At the beginning of market-oriented operation, the Chinese publishing business unavoidable has some deviations when treating the status and application. Therefore, it is extremely urgent to treat marketing as a discipline and set up the marketing system of book with distinct Chinese characteristics. The structuring of theoretical system will undoubtedly accelerate paces of advancing on the marketing road of Chinese publishing business, thus publishing houses can adapt to the fierce market competition more quickly and better and grow and develop constantly.